B12, Perfect team chemistry!

Richard Caron

Richard Caron, Adm.A.

The strategist, President and founder of B12. Marketing specialist.

HIS PASSION? The infinite possibilities for a brand.

Richard Caron has more than twenty-five years of experience in different sectors of the marketing world. A fine strategist and a high-level marketing and advertising professional, he shows leadership marked by his ability to rally teams and converge their efforts towards a common goal.

Perfectly bilingual and very familiar with the Quebec, Ontario, Alberta, Atlantic Canada markets and several markets of the United States, he has contributed to the growth of leading brands in various industries (retail, restaurant, e-comm as well as the advertising agency world) such as Aubainerie, McDonald’s Restaurants of Canada, Cora Restaurants, St-Hubert Restaurants, KFC, JUPA Sports, Graphics Workshop and the SportHawk International Airlines.

One of his greatest contributions was with McDonald’s as Senior Marketing Director
for Eastern Canada. His remarkable vision and tenacity led to the creation of the first mobile sampling unit for brewed coffee, specialty coffee and Smoothies… a revolution in experiential marketing at the time.
Today, this tactic has been deployed in all regions of Canada. This has greatly contributed to the relaunch of the McCafé brand. Enjoyed daily by consumers across the country. Richard is also a member of “l’Ordre des administrateurs agrées du Québec”, the Canadian Marketing Association and a speaker at the HEC Montréal School of Management.

He is particularly proud to continue his support in various non-profits, which have raised more than $ 1.5 million to date.

Pierre Beaudry

Pierre Beaudry

The engager, associate advisor for B12. Business development specialist.

HIS PASSION? Being in the field.

Recognized for his unparalleled ability in business development and mobilization with many leading Quebec brands, Pierre Beaudry has over 25 years of experience as a senior executive in companies operating in various industries. A proud bearer of an official diploma from Disney International University, Pierre has contributed to many key projects over the course of his career to date. Two major initiatives stand out from his many achievements.

The first – He was one of the creators, but especially played a key role in the implementation and deployment of the Resto-bar St-Hub and St-Hubert Express concepts. These concepts have been – and still are – appreciated daily by thousands of Quebecers.

The second – He created and presented more than 500 conferences to more than 50,000 employees in Quebec’s major theaters, including the prestigious Bell Center,on two occasions. Énergie Cardio, Les Rôtisseries St-Hubert, Le Mouvement des Caisses Desjardins, Mike’s, Banque Laurentienne du Canada and la Société des alcools du Québec are some of the prestigious clients who relied on his great talent as an engager and motivator to increase the commitment and performance of their sales teams and their employees.

Pierre was also General Manager of five restaurants for La Cage Sports Brasserie Sportive for many years where he passionately demonstrated his leadership acumen with 30 managers and 325 employees under his responsibility.

B12 is proud to bring his unique experience and know-how in elevating team performance and the importance of a great customer experience to its clients.

Mathieu Rouleau

Mathieu Rouleau

The master of emotions / VP experiential and events division for B12.

His passion? Experiential marketing.

More than 15 years have passed since Mathieu Rouleau began his career in experiential marketing. He made his field debut learning the basics and discovering the crucial role a brand ambassador plays during activation. He then joined as a team member for agencies specialized in experiential marketing and events. He confidently increased his responsibilities while honing his skills. He held for several years the positions of General Manager, Head of Planning and was the key liaison for major clients such as La Capitale, Roche, Gaz Metro, McDonald’s Restaurants of Canada, Bud Light, Budweiser and IBM.

Mathieu has been honoured designing and leading many exceptional and innovating events aimed at promoting brands and products to different target audiences.

Two major events have marked his career:

    • He contributed to the success of the Canada-wide Kokanee beer brand sampling tour in the middle of winter involving multiple stops at ski resorts and
    • Played a key role within one of the largest outdoor ice hockey events, “Le Trip Hockey Bud Light”, that required the deployment of 20 “made to measure” ice rinks that attracted more than 2,000 players.

Mathieu explains:
“The success of experiential marketing is based on key principles that I never lose sight of:

    • Create personalized events for the client while respecting his budget and his objectives;
    • Always put yourself in the consumer mindset and the brand;
    • Make sure you create and generate intense emotions, to provide a unique and memorable experience for both the consumer and the brand;
    • Always favour a direct contact and 1:1 conversation with the participants;
    • The event must include a WOW factor in order to provoke astonishment and enthusiasm, make your mark create a buzz for your brand.